Get out your reading glasses: The fine print in online advertisements is what should really catch your eye, according to the Kansas Better Business Bureau.

Brands use large type in advertisements to tug at your attention. However, the tiny type usually contains the most pertinent information about a deal, the BBB states.

“Get into the habit of always reading that small type in an advertisement,” the BBB writes. “That’s where the conditions of the deal are outlined. The fine print or ‘mouseprint’ can disclose vital information about time limits and eligibility for that bargain that originally caught your eye.”

Another ploy advertisers use is to offer a members only shopping program to save money. Some are good deals, the BBB writes, but beware of programs that have hidden membership fees.

Also, sales can last a very short time and the stock can be limited, so sometimes purchases need to be made quickly. That impulse to buy can be rewarded, but other times it can lead to regret, the BBB states.

“On top of that,” the BBB writes, “some programs have tricky return policies and some may even have a no-return policy. The buyer can be stuck with an ill-fitting or otherwise undesirable item and no way to get their money back.”

Online shoppers also need to be wary of fake merchandise. When buying a brand name from a website that isn’t from the original manufacturer or a trusted retailer, there is a possibility of counterfeit merchandise, the BBB states.

“Craigslist and EBay can be used to sell misrepresented items to the unsuspecting,” the agency writes. “Some name brand counterfeiters have set up their own websites that can look authentic.”

Here are some tips from the BBB to avoid the disappointment of purchasing counterfeit merchandise online:

■ Be sure the business is reputable. When in doubt, go to the manufacturer’s website and look for a list of authorized dealers for that brand.